therapists work in those settings . 1 More massage therapists practice in their own offices ( 40 percent ), their clients ’ homes ( 38 percent ) or their own homes ( 32 percent ) than at spas , even when massage therapy-only franchises ( six percent ) and hotels / resorts / cruises ( four percent ) are included in the calculation of that total . This discrepancy would suggest that part of the issue spa leaders are facing has as much to do with where qualified massage therapists opt to ply their trade as it does with a drop in the number of therapists available .
In fact , despite some reports of massage therapists leaving the profession , AMTA reports that the total number of practicing massage therapists has risen 19 percent over the last decade . It ’ s possible that the COVID-19 pandemic erased some of those gains , but the talent shortage facing the spa industry pre-dates the pandemic , which also suggests that spas are drawing from a smaller pool of applicants not because there are fewer massage therapists overall , but because there are fewer open to working in spas .
TOP 5 PLACES CONSUMERS GET A MASSAGE
41 %
SPA
38 %
MASSAGE THERAPIST ’ S OFFICE OR LOCATION
36 %
MASSAGE FRANCHISE OR CHAIN
17 % 17 %
HOTEL / RESORT / CRUISE
BEAUTY SALON
Why , exactly , massage therapists may find work opportunities outside the spa more appealing than those inside of spas is an open question . Is it that working in spas is sometimes viewed within the profession as a less serious application of the craft ? Is it that working as a sole practitioner ( which is how 72 percent of massage therapists identify themselves ) allows them more flexibility ? Is it that compensation and benefits packages offered by other kinds of employers are more appealing ? The truth is that the answer to each of these questions is probably “ yes ,” at least to some extent .
Spa leaders , then , face the unenviable task of not only competing with other spas for qualified massage therapists in a tight labor market , but simultaneously having to market the prospect of working in the spa industry at all .
More Pampering
AMTA ’ s research is not all doom-and-gloom for the spas in search of massage therapists . In fact , many of their findings regarding consumers ’ massage therapy habits should give spas more opportunities to effectively “ sell ” the idea of working within the spa industry .
One of those findings is that just 19 percent of consumers listed “ pampering ” as their primary reason for their last massage , while nearly half ( 49 percent ) said that they received a massage primarily for a reason related to their physical health and wellness . A further 26 percent confirmed that they receive massages primarily for relaxation or stress reduction , both of which are tied closely to mental health . That means that three quarters of consumers cite some aspect of their health and wellness as their number one motivation for getting a massage .
In light of these figures , spa leaders may consider presenting massage therapy positions in a way that highlights the therapeutic impact they can have on guests ’ health and well-being . A recent report from Korn Ferry indicates that “ more meaningful work ” is among the
“… just 19 percent of consumers listed ‘ pampering ’ as their primary reason for their last massage , while nearly half ( 49 percent ) said that they received a massage primarily for a reason related to their physical health and wellness .”
OCTOBER 2021 � PULSE 47